Acknowledgement
This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2022S1A5A2A01047573)
References
- Cheil Magazine. 2021. Domestic advertising market grows 20.4% in 2021, Nearly 14 trillion won. https://magazine.cheil.com/50681
- Gordon, B. R., Jerath, K., Katona, Z., Narayanan, S., Shin, J., & Wilbur, K. C. (2021). Inefficiencies in Digital Advertising Markets. Journal of Marketing, 85(1), 7-25. https://doi.org/10.1177/0022242920913236
- Statista. 2021. Ad fraud - statistics & facts. https://www.statista.com/topics/8503/ad-fraud/
- IAB Europe. QUALITY IN DIGITAL ADVERTISING. https://iabeurope.eu/wp-content/uploads/2021/1 2/National-Quality-Initiatives-Navigator_-update-December-2021.pdf
- JICDAQ. Japan Joint Industry Committee for Digital Advertising Quality & Qualify. https://www.jicdaq.or.jp/english.html
- DoubleVerify. 2022. Brand safety remains top advertising concern as incidents rise 25%. https://doubleverify.com/newsroom/brand-safety-remains-top-advertising-concern-as-incidents-rise-25/
- "risk" Merriam-Webster.com. 2022. https://www.merriam-webster.com (8 May 2022).
- Adweek. 2017. Procter & Gamble cut up to $140 million in digital ad spending because of brand safety concerns. https://www.adweek.com/performance-marketing/procter-gamble-cut-140-million-in-digital-ad-spending-because-of-brand-safety-concerns/
- YouGovAmerica. 2020. Brand safety is the key priority issue for 77% of marketers. https://today.yougov.c om/topics/resources/articles-reports/2020/01/20/brand-safety-key-priority-issue-77-marketers
- Bargh, J. A. (2006). What have we been priming all these years? On the development, mechanisms, and ecology of nonconscious social behavior. European Journal of Social Psychology, 36(2), 147-168. https://doi.org/10.1002/ejsp.336
- IAB. 2020. Understanding brand safety & brand suitability in a contemporary media landscape. https://www.iab.com/wp-content/uploads/2020/12/IAB_Brand_Safety_and_Suitability_Guide_2020-12.pdf
- Forbes. 2017. YouTube's "Elsagate" illuminates the unintended horrors of the digital age. https://www.forbes.com/sites/danidiplacido/2017/11/28/youtubes-elsagate-illuminates-the-unintended-horrors-of-the-digital-age/?sh=59737b996ba7
- GARM. Global Alliance for Responsible Media. https://wfanet.org/leadership/garm/about-garm